Market Perspectives: The Role and Effectiveness of Social Media in China’s Post-Epidemic Hospitality Recovery

Qingwen Li ()
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Qingwen Li: Taylor’ University

A chapter in Proceedings of the 2024 5th International Conference on Management Science and Engineering Management (ICMSEM 2024), 2024, pp 722-728 from Springer

Abstract: Abstract This article is based on the discussion of the role of social media and its influence on the recuperation of the boarding after the Chinese epidemic. In this research the direct effect of user involvment level, social media follower and the degree of user participation will be analyzed by using a census. One of the results of the research is that, there is a significant direct relationship between the frequency of social media usage and the performance of the hotel so that the more often the hotel is used, the better the performance. Frequent social media activities generate and enhance customer engagement and satisfaction resulting in with more bookings and higher performance. Furthermore, the online engagement of users as well as the quality of the content also, to a large degree, positively influence hotel performance, with attention being attracted by good content and brand loyalty being promoted. The research grants empirical power to the proof of social media strategies’ relevance in the revival of the hospitality management and also provides hotel managers a set of data to work on for hotel marketing strategies. It is recommended that in social media marketing, the hoteliers now focus on content creative and user engagement to monitor the user behaviour and feedback using data analyzing tool, make alterations to the definable approach as the market demands to deliver service satisfaction to the customer and build the trust on the brand so that the hotel can compete effectively in the market environment.

Keywords: social media; hospitality recovery; user engagement; content quality; post China outbreak; marketing strategy; brand loyalty; performance improvement (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-570-6_72

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